For broadcasters, SureFire integrates seamlessly into an existing ad tech stack to help drive additional revenue on digital platforms via linear-like placement of direct-sold CTV ads.
Imagine Communications will be demonstrating the latest advancements in its SureFire video ad server at the 2024 NAB Show, held from April 14-17 at the Las Vegas Convention Center. SureFire, a premium ad decisioning solution, is instrumental in enhancing the profitability of connected TV (CTV) and free ad-supported streaming TV (FAST).
SureFire offers broadcasters and FAST service providers cutting-edge capabilities to drive additional revenue and optimise ad placement strategies. For broadcasters, SureFire seamlessly integrates into existing ad tech stacks, facilitating the monetisation of CTV ads through linear-like placement of direct-sold ads. Meanwhile, for FAST service providers, SureFire introduces a direct ad sales user interface (UI) to streamline revenue generation via direct sales placements, eliminating the need for a full traffic or ad sales system.
Rob Malcolm, General Manager, Ad tech, at Imagine Communications, said: “The future that Imagine sees for a sustainable and profitable advertising business is to sell premium CTV and FAST inventory more like linear. By enabling premium value streaming inventory to be sold like linear — with broadcast-quality rules, spot level control and brand protection — SureFire strengthens our customers’ ability to sell this inventory in a direct, controlled and automated way, which is the key to maximizing streaming revenue.”
During the NAB Show, Imagine will unveil new ad routing functionality in SureFire, enabling direct sales and programmatic redirect through standard connectivity to supply-side and demand-side platforms (SSP/DSP), including Google Ad Manager. Moreover, SureFire offers open APIs that seamlessly integrate with any existing ad tech stack, empowering broadcasters to sell ads more effectively across their entire footprint by combining linear control with programmatic capabilities.
SureFire’s linear control capabilities enable broadcasters to maximise ad revenue on digital platforms without disrupting programmatic sales revenue. By leveraging SureFire’s linear control capabilities, broadcasters can book ad placements similar to linear broadcasting, link commitments to specific ad break placements, and combine linear control spots with addressable, targeted ads in high-quality ad breaks.
“What linear control does is bring the power of the traditional television spot ― where I can dictate the placement of an individual ad that a broad audience is going to see ― to the dynamic ad insertion world,” added Malcolm. “This capability drives unparalleled reach, which in turn drives more revenue through higher CPMs.”
Imagine will also debut SureFire Ad Hub at the NAB Show, providing an intuitive direct ad sales UI tailored for FAST service providers and smaller media operations. Ad Hub simplifies workflows for targeted ad campaigns and offers user-friendly tracking dashboards, facilitating the management of direct, addressable campaigns with broadcast-quality standards.
At the 2024 NAB Show, Imagine will showcase its comprehensive portfolio of Monetize TV solutions, enabling customers to maximise CTV yields and accelerate the transition to revenue-driving business models. From linear addressable to programmatic and direct-sold ads, Imagine’s Monetize TV solutions cater to the evolving needs of the media and entertainment industry.
Malcolm stated: “If you’re a small, independent FAST channel network looking to add some direct sales to drive profitability via a lightweight ad tech solution, SureFire Ad Hub is the answer.”
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